There are plenty of commercials from my childhood that stick out. Growing up at the beginning of the Super Bowl Commercial craze gave us plenty of memorable advertisements. “Where’s the beef?” from Wendy’s. Bird vs Jordan shooting contest. This is your brain on drugs. These all caught my attention because they were either clever or memorable for positive reasons.
One commercial that stood out for another reason was for GOYA beans. The catch phrase “GOYA, oh boya!” was so inane that it stuck. Inevitably when I am food shopping for my family, the big letters G O Y A stick out and remind me of the stupid tag line. So I have decided to associate something new to that can and the beans that sit inside. GOYA is now an acronym. It stands for “Get Off Your ASS!”
It is a call to action and action is all that matters after all. The commercials that are running in our minds should be moving us forward. I’m sure that if you’re anything like me, there are commercials running for sleep, junk-food, relaxation, sex and beer… sweet beer. The commercials for these things are not hard to run because they represent our surface level desires. At a much deeper level, we want to have health, wealth and good relationships. These things require a much greater effort than the shallow desires of the moment. So it is up to us to stick deliberately put in those commercials for beans, ACTION BEANS. Those less than sexy items that we need in order to get where we really want to go. You’re running the show and when you stop for a word from the sponsors, make sure they’re the ones taking you in the right direction!
G.O.Y.A! And do it!